The Mysterious ‘4:44′ Tidal Ads Are Actually Connected to a Film

The 4:44 Tidal-sponsored ads that were spread across different cities throughout the country, with fans speculating about what they could possibly be connected to. While many believed that they were connected to the potential release of Jay Z's next album, we finally have some more concrete answers.

It turns out that the 4:44 image is the name of an upcoming NC-17 film, which stars Academy Award-winning actors Mahershala Ali, Lupita Nyong’o as well as veteran award-winning actor Danny Glover. There's no word on whether the movie is a short film, a full-length feature. However, a one-minute-long trailer aired during game three of the 2017 NBA Finals yesterday evening (June 7).

Sprint CEO Marcelo Claure also revealed a little more information about 4:44, while speaking about the partnership between Sprint and Tidal. Sprint acquired 33 percent of the streaming platform earlier this year for $200 million.